Second Nature AI
Personal AI Coaching Platform for Sales Representatives
Startup B Business Software Est. 2018
Total Raised
$37.5M
B
Last Round
$22M
3 rounds
Investors
7
7 public
Team
4
51-200 employees
Confidence
100/100
News
4
articles
About
Second Nature is working to deliver an interactive personal AI coaching platform for sales representatives based on dialogue. The company's personalized coaching plans, feedback, and analysis aim to deliver higher sales productivity, faster onboarding cycles, faster roll-out change, and a more effective channel partner program. Second Nature's process begins by analyzing the client's customer relationship management data to detect patterns and anomalies in their sales representatives' performance, then automatically assigns tailored objectives (KPIs) to improve upon, builds a personalized coaching plan, and executes it by running sales simulations and feedback.
Classification
Sector
Business SoftwareIT, R&D & Data SolutionsSoftware Development ToolsProject Management & CollaborationSales & Marketing Solutions
Core Technology
Artificial IntelligenceGenerative AI
Target Customer
EducationHigher EducationEnterprise & Professional ServicesITMarketing & SalesHealthcare & Life SciencesHealthcareInsurance CompaniesProviders
Business Model
B2B
Tags
artificial-intelligenceenterprise-solutionssalesdata-analyticsbusiness-processes
Funding & Events
Oct 2025
B Round $22M
Sienna Venture Capital (Lead), StageOne Ventures, Cardumen Capital, Signals Venture Capital, Bright Pixel, Zoom
Jul 2019
Seed $3M
StageOne Ventures (Lead), Cardumen Capital
Jan 2022
A Round $12.5M
Cardumen Capital, Signals Venture Capital, Zoom Apps Fund, StageOne Ventures
News (4)
Oct 16, 2025 ยท www.geektime.co.il
ื”ืกื˜ืืจื˜ืืค ื”ื™ืฉืจืืœื™ Second Nature ืจื•ืฆื” ืฉืืจื’ื•ื ื™ื ืœื ื™ืคืกื™ื“ื• ื›ืกืฃ, ื•ืคื™ืชื— ืžืขื™ืŸ Flight Simulator ืœืื™ืžื•ืŸ ืขื•ื‘ื“ื™ื
Oct 16, 2025 ยท www.calcalistech.com
growth-positive
The Israeli startup uses conversational AI to transform how companies coach sales teams.ย 
InvestmentCustomers
Oct 16, 2025 ยท www.prnewswire.com
growth-positive
/PRNewswire/ -- Second Nature, the sales and service AI roleplay platform, has announced today a Series B funding round of $22m, led by Sienna VC and supported...
InvestmentCustomersPartners
Jan 12, 2022 ยท venturebeat.com
growth-positive
Second Nature raises $12.5M to coach salespeople with AI-powered avatars
Customers
Details
Product Stage
Released
Employees
51-200
Exact Count
66
District
Center District
Founded
2018
Registrar
516019296
Crunchbase
secondnature-ai
Locations
Yigal Alon St 94, Tel Aviv-Yafo, 6789155, Israel
Links
Website
LinkedIn
Facebook
Careers
Admin
Last Update
Feb 3, 2026
Verified by
Jenny Sotnik-Talisman
Claimed
Yes
Missing
markets
Team (4)
Ariel Hitron
Co-founder & CEO
Founder
Alon Shalita
Co-founder & CTO
Founder
Shachar Keidar
Marketing Specialist
Du Hy
Internal
Created by
Yotam Maman (yotamm1988@gmail.com)
Created
2020-05-21T00:00:00.000Z
Last editor
Jenny Sotnik-Talisman (jenny.sotnik@sncentral.org)